We recently connected with JOHANNA Tordjman and have shared our conversation below.

JOHANNA, appreciate you joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

I started my first business when I was only 17 years old. It was a social media magazine. Way before the facebook era… I realised how much people loved to gossip about the social events and interactions so I went all the way to make it happen by giving them what they were craving the most “seeing themself in social pages via photos and articles.
I didn’t have the support of my parents because they thought I was too young for that kind of commitment. But I believed in my idea and I was determined to see it through. I convinced a publisher of the goodness of my idea and he allowed me to pay for its production once the advertisement was paid off. I sold as much ads I was able to to sell to cover all my expenses including the office and the salary of the people I hired.
I convinced one of the biggest night club’s owner to allowed me to do the “revealing party” at his place. Since was just for the place I exchange advertising in the magazine for boxes of liquor to be available at my party. ( All this was done just by my word and not a drop of a physical evidence of what I was selling to them) A magazine like no other :)
I can say It was a success, I was very proud of myself and that showed me I was capable of the impossible when my mind and soul were into it.
I was only 17! and that was just the beginning of my business and entrepreneurship life.
For the pass 21 years I’ve been the business owner of an Outdoor design and building firm here in South Florida. I specialise in commercial and residential high-end market. And I feel I’ve been lucky to have participated in exciting projects and have met amazing people.
Life is all about risks…. and decisions!

JOHANNA, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I started my business 21 years ago. Outdoor Surfaces, Inc.
but fore that, I worked for a very short period of time (one year) with a construction company. I was put in charged of the outdoor areas, as a supervisor. Honestly, I wasn’t built to work for someone else. I missed my freedom so after a year I left with gratitude that job.
I decided to give a chance to this new passion I had for building outdoors, and I opened my own Company. I was in my early 20’s and honestly, feeling like the world was just at my feet. My playground!
Got my contractor license in order, my business licence and insurances, and with my mind racing with excitement I printed some business cards and voila! I hit the road and stopped in every construction site offering my services.
It has been 21 years since then but I couldn’t be more grateful with this business. I love with passion what I do and I can see it in every project I’ve been part of.
I’m a pro in what I do, I’m being humble not arrogant. I think you need to transmit that confidence to your clients. That is my biggest selling point. My mind is my treasure! My designs are very personal. Each one of them are my “little heaven, my imaginary corner” without forgetting to listen to my client’s dreams.
My motto: “DO WHAT YOU LOVE, BUT CALL IT WORK”

What do you think helped you build your reputation within your market?

I truly believe that my passion for what I do, its transmitted to my clients and others through every word that comes from my mouth. I’m a firm believer of trusting my instincts and follow them. You have to show other your worth by leaving your fears behind. When people are hiring you the expect you to guide them. How could you do that if you don’t trust yourself enough to be the light that guides the endeavour?

What’s worked well for you in terms of a source for new clients?

In my case, I realised that the best source to obtain new clients is by word of mouth. I do believe in the power of a referral. I understood very early into my business enterprise that my name, was my selling point. So, I take it very seriously because “quality control” you can say with certainty is my middle name.

Contact Info:

• Website: https://www.outdoorsurfaces.com
• Instagram: https://www.instagram.com/outdoorsurfaces/
• Facebook: https://www.facebook.com/profile.php?id=61556724665909
• Linkedin: https://www.linkedin.com/in/johannatordjman